Nikita Vakhrushev – Building Smarter E-Com Growth Through Email, SMS, and Retention

In this episode, Matt sits down with Nikita Vakhrushev, founder and CEO of Aspekt, an eCommerce retention agency helping brands grow smarter through email and SMS marketing. Nikita’s journey from high school side hustles to leading a specialized agency is a story of experimentation, focus, and persistence. What started as a love for design and selling custom t-shirts evolved into a deep understanding of how to engage and retain customers in a crowded digital landscape.

Nikita shares how his early experiences tinkering with Shopify stores, print-on-demand, and Facebook ads gave him the foundation for building his own business. But the real turning point came when he realized the power of focus—niching down to retention marketing and cutting out distractions from running multiple services. That clarity allowed Aspekt to scale, grow a team, and refine a process that delivers real value to over 100 eCommerce brands.

From hiring and leadership lessons to tactical insights on email flows, segmentation, and customer lifetime value, this conversation highlights the first principles of building a modern digital agency. It’s not about doing everything—it’s about doing the right things really well.

Key Takeaways

• 🎯 Focus Wins: Scaling came when Nikita narrowed services to email and SMS, cutting noise and complexity.
• 🧩 Start by Building Something: His first business—selling custom merch—was the foundation for every skill he uses today.
• 💬 Retention - Acquisition: Sustainable eCommerce growth depends on nurturing relationships, not just chasing new customers.
• 👥 Hiring by Instinct: After hundreds of interviews, Nikita learned how to spot genuine talent versus rehearsed answers.
• ⚙️ Systems Over Chaos: Documented processes, automation, and client clarity drive better results and happier teams.
• 🧠 Keep Learning by Doing: Every stage of his journey—from solo freelancer to agency leader—came through hands-on experimentation.